Forward into the past

On April 1, Apple turns 50. In his anniversary letter, Tim Cook reflects on the company’s founding beliefs and invokes the long-standing manifesto: “Think Different.” It’s a fitting tribute. A company many assumed would struggle to find its footing after Steve Jobs has instead compounded its advantage under Cook — not by abandoning its principles, but by institutionalizing them. The secret […]

End the corporate-regional tug-of-war over campaign control. Explore four operating models that clarify decision rights and speed execution.